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20121201
20121231
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on sales? we're here to break down the mcrib effect. ladies, great to have you with us. rachel, i'll start off with you. what sort of impact could we see potentially in the month of december? i read in the past, in 2010 at least, one of these limited introduction offers that it actually boosted sales by almost 5%. >> i think it depends on what the lto is and what the prior year same-store comparison is. i wouldn't expect to see a positive number of the magnitude that you're discussing. actually, frankly, it will probably be something in the single digit negatives. but at least it's a tried-and-true product they know customers will come in for. >> nicole, if the mcrib is so loved, is that why it's always limited, a limited time offer? why don't they just put it on the menu? >> absolutely, it's one of the most anticipated product launches of the year. by to some degree it's tried and tested, but the best thing is to use what you know. they're going up against the most difficult comparison of the year at plus ten. we think a down low single digit would be good. if they could get the flat, it
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